Amongst the thousands of different languages now spoken all over the world, one inexplicably stands out. For some unknown reason everyone knows and understands this language. Music has always been capable of touching people’s lives, and at this day and age, its influence, especially to the youth is undeniably massive.
As a testament to this, thousands of youngsters every year flock to open fields in the countryside to see acts such as Taylor Swift and One Direction. In order to make the most out of music’s popularity, Big Lottery Fund saw the opportunity to use this medium as a powerful tool to improve millions of young lives in the UK.
The National Lottery’s arm in distributing funds for their chosen good causes recently signed up to a partnership with UK’s loudest names in the music and entertainment industry, also partnering with various youth organisations in order to provide positive changes, serving as catalysts to the improvement of the youth’s welfare in the UK.
UK Youth, The BRIT School and The Brit Awards, together with Capital FM and its charity org Global Charities, will make use of their resources to help transform the lives of young people in deprived areas all over England, Scotland, Wales and Ireland.
These partners plan to put up big music events, educational programs and talent competitions to give the youth a venue to harness their skills and talents, thereby, improving their self-esteem and social skills.
Various music-related programs will be delivered to the youth through the help of a number of media resources. Since this campaign is designed to help the youth, it is only fit that people as young as 14 to 24 years old facilitate the project.
With this approach, issues are acknowledged and addressed firsthand by those who are directly concerned, the youth. The BRIT Awards, being a well-respected name in UK’s music scene intends to offer a number of internships at some of the world’s biggest record companies.
Some will also be lucky enough to be mentored as well as gain experience at the BRIT Awards. Other partners for the campaign include UK Music, Abbey Road Studios, The Eden Project, The Co Sponsorship Agency, SB.TV, Myplace, Rathbone, Classic FM, as well as many others. Exposing the youth participants in a world driven by ambition as well as awareness on how the music and media industry work will result to their desire to be parts of a wider social circle, leading to various opportunities that will help them succeed in life.
Big Lottery, since 2004, has been responsible in awarding more than GBP4.4 billion to hundreds of thousands of life-changing projects all over the UK to those who are especially in need. The organization funds projects in line with the government’s objectives, which includes improving different sectors such as education, health and environment.
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